Zen enters ultra-phone market with a classy TVC

Conceptualised by Glue Brandworks, the campaign shows how exciting life can get with the new Ultrafone 701-HD

Sohini Sen | Mumbai | July 22, 2013

Click on the image to watch the TVC.

Zen Mobiles has recently launched the Ultrafone 701-HD that runs on Android 4.2 Jelly Bean Operating System. The product is loaded with top-of-the-line features like HD Display, 1.2 GHz Quad-core Processor, single-click 360 degree Panorama Shot, BSI Sensor for low-light photography, among other things. With this launch, Zen Mobiles has gone from being a feature phone maker and made an entry into the ultra-phone segment.

To showcase this, Glue Brandworks has conceptualised a campaign showing a boy daydreaming about how he can utilise these features to the maximum. He uses the single-click panorama shot to take a picture of all the girls sunbathing on a beach, and the low-light photography to capture a beautiful candle light dinner. The gaming feature translates to more me-time for the guy, while the full-HD video recording shows how he will never have to miss a fun moment. The voiceover announces 'Introducing a life full of exciting surprises' as the boy is shown gifting the Ultrafone 701-HD to his girlfriend in the hope his daydream will turn into reality.

The campaign will be extended to the online medium extensively and also translated for regional print to create brand awareness for Zen.

The phone's price of Rs 11,999 is an exciting surprise showing how users can get all the features of a new-age smartphone at a pocket friendly price. Zen Mobile (Teleecare Group), one of the top five mobile brands in India, has been known to make stylish devices with fine features at ultra-affordable price ranges.

Commenting on the TVC, Gautam Mehta, Founder, Glue Brandworks, said, "The brief given to us was not to work on a specific model, but to work on the whole series. Therefore, we had to launch not just the phone, but also Zen Mobiles, which is known for its feature phones, as a new entrant in the ultra-phone market.”

But why the foreign models in the TVC? Mehta explained, “The use of foreign models and locations in the campaign was an informed decision because we wanted to create a different imagery for the brand since with this campaign. Zen is going into the next level of top of the line, world-class ultra phones."

Deepesh Gupta, Managing Director of Zen Mobile, said, “We at Zen Mobiles strive to deliver great technological products at affordable prices with latest innovations in place. Not only this, we focus on our customers' expectations so much that it reflects in the designing of each product. The creative concept is aimed at demonstrating how the smartphones fit in the everyday life of youth today and how smartphones are being utilized. We went more situation-centric by demonstrating the features being used in these situations rather than just trying to communicate specifications. The Zen Ultrafone range is on a par with the best products in this category and the look and feel has been created keeping this in mind as we will also be opening up a lot of international frontiers in the near future. One of our recent incursions has been Bangladesh. Keeping all that in mind, we wanted to create a global look and feel in the campaign so that we could extend it in the international markets as well.”

Mehta added, “When you talk about Zen Mobile, the image that comes to mind is that of feature phones. The communication challenge was not just to launch the Ultrafone 701 HD but change this imagery. To achieve this, we married the Ultrafone 701 HD's array of world-class features with a lifestyle that most youth dream of.”

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Brand: Zen Mobile Ultrafone 701 HD

Creative Agency: Glue Brandworks

Client: Deepesh Gupta, Ravi Bashyam, Vignesh Panch

Creative: Gautam Mehta

Account Management: Pawan Chohan, Ashok K Chintadi

Production House: Spotlights

Producer: Vishal Gala

Director: David Borchkhadze

DOP: Omar Gelashvili

Music Director: Abhishek Arora

Sohini.Sen@BestMediaInfo.com

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